A two-city tournament pays for courts, coaches and champions across a continent-sized country. The pandemic revealed how fragile that bargain was - and the rebuild offers a playbook for any mission-led organization with one very profitable product.
UFIT is Singapore's largest independently owned health, fitness and sports community, combining personal training, group classes, physiotherapy, sports medicine, nutrition, podiatry and corporate wellbeing under one integrated roof. Founded in 2011 as an outdoor bootcamp in Fort Canning Park, it now runs multidisciplinary hubs across the city where coaches and clinicians collaborate through its 'Circle of Care' model to treat everyday clients like athletes in their own lives.